Set Up LinkedIn Conversion API Via Google Tag Manager

Before you start

• LinkedIn Campaign Manager account: Account Manager (or higher) on the ad account • Google Tag Manager account: Admin on the Web container and permission to create a Server container

Key steps 30 steps

1. 1 Sign in to LinkedIn Campaign Manager and open the target ad account.
2. 2 Go to "Measurement" → "Conversion tracking".
3. 3 Click "Create conversion" and then open "Insight Tag Conversion".
4. 4 By now, you can set the default "Settings" such as name, conversion activity and value based on your business needs and preferences. Click "Next step" to proceed.
5. 5 Next, tick "Tag manager" and copy your Partner (Insight Tag) ID. Click "Next step" to proceed.
6. 6 This time, click "Create conversion" once more and then open "Conversions API". Fill in the relevant information based on your business needs and preferences.
7. 7 Under "Sources", select "Google Tag Manager" and then the account. Fill in relevant information under "Containers" and "Tags".
8. 8 Next, generate an access token under "Tags". You should be able to see the "Generate Token" button.
9. 9 Copy the token and store it in your credential vault.
10. 10 In Google Tag Manager, create a new container. Click "Create Account" and set the new target platform type to "Server". Tick the box below to agree to GTM's T&Cs.
11. 11 Choose "Automatically provision tagging server" (recommended) and connect to billing. This spins up the container on Google Cloud with minimal setup.
12. 12 After setup, copy the generated URL for later use in your GA4 configuration. Go to "Admin" → "Container Settings" and confirm you see an Appspot URL (for example, https://llmdecode.com). The URL may take a few minutes to appear.
13. 13 Next, go to "Clients" in your Server GTM container and check that the "GA4 client" tile is listed by default. If it’s visible, you’re ready to forward GA4 events here.
14. 14 Now, go to "Overview", submit and publish the Web container. Give the version a clear name (e.g., "Forward GA4 to Server") and publish.
15. 15 After publishing, use "Preview" → "Tag Assistant" to confirm GA4 hits flow to both GA and your new Server container.
16. 16 In GTM, go to "Tags" → click "New".
17. 17 Click on "Tag Configuration" → "Discover more tag types in the Community Template Gallery".
18. 18 Next, search and add "LinkedIn Conversions API" from the template gallery. Click "Add to workspace" and then "Save".
19. 19 Enter the "Access Token" that you've generated (LinkedIn Campaign Manager) into the tag configuration and the numeric Conversion ID. Repeat this process with new tags for each additional Conversion ID.
20. 20 Go back to "Tags" and confirm you see "LinkedIn Conversions API" available as a tag type.
21. 21 Scroll down and set the trigger to "All Pages".
22. 22 Now, match the GA4 event name exactly (case-sensitive) and clearly (e.g., "GA4 – generate_lead"). Click "Save".
23. 23 In the GTM "Preview" tab, confirm the GA4 Client receives the event and the LinkedIn API tag fires successfully without errors. The tag should fire green with no error messages.
24. 24 Submit and publish the Server container. That's it!
25. 25 Go to "Measurement" → "Conversion tracking".
26. 26 On the dashboard, ensure the conversion status you've created becomes "Verified" (allow 24–72 hours to verify).
27. 27 Check 1: Pause LinkedIn event-specific conversion tags in GTM Web
28. 28 Check 2: Run GTM Web Preview and confirm no LinkedIn conversion tags fire
29. 29 Check 3: Keep the base LinkedIn Insight Tag published
30. 30 Check 4: Confirm LinkedIn Insight Tag fires once without duplicate conversions

What is inside 35 headings

The document 14 pages

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